John Grant is author of four books on new marketing and was a former co-founder of St Luke’s, a socially aware ad agency. He now operates as an independent consultant and recent clients include the BBC, Cisco, IKEA, innocent drinks, Microsoft and Unilever. In a blog entry, John notably highlights that books remain a relatively carbon inefficient way of spreading knowledge. However, as Luke Nicholson of More Associates explains “…it’s important to remember the impact of the lifespan of the text. If writers like John can create books that will be kept for decades by their readers, then the paper is used hundreds of times more efficiently than most of our print material.”